Movie Marketing: the Current Trend.

Does Movie Marketing contribute to the success of the movie or its just a current trend?

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“CINEMA IN INDIA IS LIKE BRUSHING YOUR TEETH IN THE MORNING. YOU CAN'T ESCAPE IT”-SHAHRUKH KHAN

“MARKETING OF A MOVIE IS AS CRITICAL AS THAT OF A BRAND”-SANDEEP BHARGAVA, CEO, STUDIO 18

TREAT MOVIES AS BRANDS-RONNIE SCREWWALA, UTV MOVIES

MOVIE MARKETING IS MORE THAN BUZZ …. JUST LIKE A CHARACTER IS MORE THAN DIALOG!

NEGLECT MARKETING AND A GOOD FILM MAY LOSE OUT.

1) THE CURRENT INDIAN FILM INDUSTRY SCENARIO

1.1 Introduction

The film industry is estimated at Rs 96 billion in 2007, up from Rs 85 billion in 2006. In the last four years 2004-07 the industry has grown 17% on an overall basis. It is projected to grow by 13% over the next five years, reaching to Rs 176 billion in 2012, nearly double its present size. The domestic box office segment is expected to grow at 11% cumulatively over the next five years to reach estimated Rs 123 billion in 2012 from the present size of Rs 72 billion. Increase in the average ticket prices will be the primary contributor to this growth. Currently, 3.25 billion tickets were sold in India in 2007. The overseas collections are estimated to grow cumulatively at 19% over the next five years to reach Rs 20 billion in 2012 from a current size of Rs 8.5 billion in 2007. This would be mainly due to increased marketing and selling efforts internationally, distribution muscle and growing popularity of Indian content abroad.

"Films" has been one of the integral components of the Indian entertainment industry contributing nearly 27% of the total revenues of the entertainment industry. Besides, films also contribute to other components of the entertainment industry like music, television and live entertainment.

The Indian film industry is one of the most complex and fragmented national film industries in the world comprising of a number of regional film industries like Hindi, Tamil, Telugu, Kannada and others. The Hindi film industry is the most popular among them. Though India produces the largest number of films in the world (Approximately 1000 per year), it accounts for only 1% of the global film industry revenues. In spite of being over 90 years old, the Indian film industry was accorded the status of industry only in 2000. Over the years, the Indian film industry has been highly unorganized as film financing was dependant on private and...

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